新媒体环境下突发公共事件地方政府危机公关策略的研究

发布时间：2018-04-11 01:12

本文选题：新媒体环境 + 地方政府　；参考：《天津大学》2015年硕士论文

【摘要】：随着互联网的不断普及,新技术、新应用被不断开发和应用,以微博、微信等为代表的社交自媒体已成为公众生活中不可缺少的一部分,正在改变着人们的生活和思维方式,也正在改变着舆论的传统状态。中国社会已不可逆转地进入了全民参与、自媒体突起的新媒体时代。同时,我国正处于社会矛盾的高发期,各种人为的、自然的突发公共事件不断涌现,新媒体成了各类矛盾的放大器,给了舆论相当大的发挥空间。近年来的很多事实已经证明,在新媒体环境下,不少地方政府、官员在突发公共事件危机公关中缺乏常识,还用老方法应对。结果频频陷于被动的境地,不但部分官员个人成为危机处理失败的牺牲品,而且使矛盾更加激化,对政府在人民群众中的形象造成了很坏的影响。更严重者,部分舆情事件的不当处置已引起公众对党和政府执政能力的质疑,甚至导致公众和政府的对立。如:“哈尔滨大火事件”、”贵州瓮安事件“、“广东茂名PX项目事件”等。近年来,新媒体环境的发展对我国各层级地方政府应对突发公共事件危机公关提出了新问题、新挑战,对此,笔者结合所学知识和切身体会尝试分五部分进行浅析和论述。第一部分概述研究背景,并参阅学习了国内外这一领域的研究状况,提出研究的问题和本文研究的目的意义;第二部分对本文所涉及的核心概念进行了定义,并结合相关理论进行阐述;第三部分通过讲述近年来出现的具有典型代表意义的舆情事件的危机应对工作,分析总结近年来我国地方政府在新媒体环境下突发公共事件危机公关的成功的经验以及失败的教训;第四部分分析新媒体环境下舆情传播的新特点、舆情传播的阶段以及给我国地方政府危机公关带来的新挑战、新压力,分析得出我国地方政府在新媒体环境下危机公关存在的瓶颈和问题;第五部分从新媒体环境下我国地方政府突发公共事件危机公关应遵循的基本原则入手,提出了地方政府突发公共事件中危机公关应采取的策略方法。在探讨和论述过程中,尝试从理论和实践相结合的角度进行分析,希望对我国地方政府危机公关从思想认识和实际操作层面起到一定的借鉴作用。
[Abstract]:With the continuous popularization of the Internet, new technologies and new applications have been continuously developed and applied. Social self-media, represented by Weibo and WeChat, have become an indispensable part of public life and are changing people's life and way of thinking.It is also changing the traditional state of public opinion.The Chinese society has irreversibly entered the new media era of the participation of all people and the emergence of the media.At the same time, our country is in the high stage of social contradictions, a variety of man-made, natural public emergencies continue to emerge, the new media has become an amplifier of all kinds of contradictions, giving public opinion a lot of space.In recent years, many facts have proved that in the new media environment, many local governments, officials in public affairs crisis public relations lack of common sense, but also to deal with the old methods.As a result, some officials become victims of the failure of crisis management, and the contradictions become more intense, which has a bad effect on the image of the government in the masses of the people.More seriously, the improper handling of some public opinion incidents has caused the public to question the ruling ability of the Party and the government, and even led to the opposition between the public and the government.For example: Harbin Fire incident, Guizhou Weng'an incident, Guangdong Maoming PX Project incident, etc.In recent years, the development of new media environment has put forward new problems and new challenges for local governments at all levels to deal with public emergency crisis public relations. In view of this, the author tries to analyze and discuss it in five parts in combination with the knowledge learned and personal experience.The first part summarizes the background of the research, and studies the research situation in this field at home and abroad, puts forward the research questions and the significance of the purpose of this paper. The second part defines the core concepts involved in this paper.The third part is about the crisis response of the typical representative public opinion events in recent years.Part four analyzes the new characteristics of public opinion communication under the new media environment, and summarizes the successful experiences and lessons of the public relations of local governments in recent years in the new media environment of sudden public affairs crisis, and the fourth part analyzes the new characteristics of the dissemination of public opinion under the new media environment.The stage of public opinion dissemination and the new challenge and new pressure to the crisis public relations of local government in our country are analyzed and the bottleneck and problems of crisis public relations of local government in the new media environment are obtained.The fifth part starts with the basic principles that should be followed in the crisis public relations of local governments under the new media environment, and puts forward the strategies and methods that should be adopted in the crisis public relations of local governments.In the process of discussion and discussion, this paper tries to analyze the crisis public relations of local government from the angle of combining theory and practice, hoping to play a certain reference role in our country's local government crisis public relations from the aspect of ideological understanding and practical operation.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D63

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